Live From 30 Rock: Interactivity, Shopping, Programmatic and AI Rock NBCUniversal’s One24

The Big Message Big small and inbetween advertiser alike let39s partner up and innovate together to make the max out of an emerging crossplatform interactive shoppingcommerce TV existence quotThere39s much more we need to do as an industry to prepare for the TV of tomorrowquot declared Mark Marshall NBCUniversal39s Global Advertising and Partnerships Chairman quotMedia planning is not becoming easier out there It39s a battle of risk vs reward We39re out to move the needle for reward without the riskquotHost SNL cast member Mikey Day doing the honors on his birthday Early candidate for best new host of the 2024 UpfrontNewFront event season Pleased the crowd with his easygoing manner and frequent offscript humorous takes such as Jim Carrey movie character imitations on the fly to calling up fellow SNL cast member Marcello Hernandez on his smartphone to explain One2439s premise and announcements Hernandez39s reactions were shall we say pricelessWhat Worked The entire presentation from the opening montage of NBC TV innovations displayed on a trio of screens on the SNL backdrop to the closing executive speech Great mix of segment formats including a fireside chat advertiser testimonial and data crunching that kept attendees engaged in a seamless authentic mannerWhat Also Worked A trio of breakout panels following the main presentation covering the role firstparty data and artificial intelligence will play when cookies are eliminated from the ad process shoppablecommerce TV options and marketing partnerships Individual attendees chose which panels to attend before coming to 30 Rock and had 30 minutes between the main presentation and their panelData Points NBCUniversal39s TV channels and services reach 273 million adults each month Advertisers already using the company39s justannounced OnePlatform Total Audience with AIgenerated viewership metrics are getting 43 percent higher audience reach 28 percent more efficient costperminute results and 25 percent higher reach engagement Also NBCUniversal39s usage of generative AI techniques has produced 300 highly predictive audiencedemographic segments in short orderNews MustShop TV the new interactive shopping ability for individual unscripted series on Peacock launched at One23 last spring will be expanded to more series this summer and beyond including Below Deck Love Island USA and Top Chef Subscribers of parent company Comcast39s Xfinity X1 service can look forward to browsing a catalog of products associated with Top Chef with their remote as they watch upcoming episodes before they buy using NBCUniversal39s Checkout processThe 2024 Summer Olympics and Paralympic Games coverage will be the first from NBCUniversal accepting programmatic ad campaigns while Peacock39s walltowall Summer Olympics coverage from Paris more than 5000 hours live will deploy a number of new interactive features from the ability to choose to stay with one event or move to another at various times to setting up daybyday viewing options and tracking medal countsBonus Points A postevent reception inside the famed commissary space on the ninth floor once home to NBCUniversal39s traditional holiday season NY press gatherings Outstanding sushi then outstanding sushi now Can we revive that tradition this year NBCU Just musingamp8230Parting Words quotWe39re seeing the transformation of TV into a shopping channelquot Ryan McConville NBCUniversal Executive Vice President Advertising Platforms and OperationsquotTelevision needs to reflect the world around usamp8230and keep evolvingquot Alison Levin NBCUniversal Advertising and Partnerships PresidentquotYou have to be organic with a brand Something you could love and be part of even if no one39s watchingquot ActressProducerEntrepreneur Garcelle Beauvais NYPD Blue The Real Housewives of Beverly HillsquotUnderrated is exactly the right word to describe Peacock right now In a short time we39ve become the fastest growing megacontent service We39ve graduated from underdog to underratedquot Kelly Campbell Peacock PresidentquotI39m at an ad tech conference on my birthday Reason helps me pay for my child39s high tuitionquot Saturday Night Live cast playerOne24 host Mikey DayquotLove you Mikey I39m calling 911quot Fellow Saturday Night Live cast member Marcello Hernandez before ending his mobile chat with DayClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Live From 30 Rock: Interactivity, Shopping, Programmatic and AI Rock NBCUniversal’s One24

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Live From 30 Rock: Interactivity, Shopping, Programmatic and AI Rock NBCUniversal’s One24

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